With a proven track record in e-commerce conversion rate optimisation (CRO), my experience at Hotel Chocolat, Radley London, and Manchester United has equipped me with a deep understanding of on-site eCom customer behaviour (ux and ui) and the ability to translate insights into actionable strategies. I have successfully employed industry-leading personalisation / CRO tools such as Optimizely and Dynamic Yield to conduct rigorous A/B and multivariate testing, resulting in significant uplift in conversion rates and revenue generation.

At Hotel Chocolat, I played a pivotal role in optimising the online customer journey by implementing targeted personalisation and dynamic pricing strategies using Personalisation Tools. By tailoring product recommendations and offers based on customer preferences and behaviour, we achieved a substantial increase in average order value. Additionally, I leveraged Optimizely to test various checkout flow variations, identifying friction points and streamlining the purchase process, ultimately leading to a reduction in cart abandonment rates.

My tenure at Radley London and Manchester United allowed me to apply my CRO expertise to a broader range of digital channels. I collaborated closely with content teams to optimise on-site content and messaging using Content Square, resulting in improved engagement and conversion metrics. For instance, by conducting in-depth user behaviour analysis, I identified opportunities to enhance product descriptions and calls to action, driving a noticeable uplift in sales. Furthermore, I successfully executed cross-channel optimisation campaigns, aligning website experiences with email marketing and social media efforts to maximise customer lifetime value.